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the 14th china value real estate annual conference·viewpoint|zongheng baifu ceo lai guoqiang: customer demand has undergone structural changes, and real estate marketing thinking needs to "go global"

2024-09-26

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"most real estate companies are facing the same dilemma: where are the customers? where do the customers come from? the customer demand of the real estate industry has undergone a major structural change. in addition to customers who simply buy a house to live in, many buyers with different needs have emerged."

on september 25, at the "2024 14th china value real estate annual conference - ai empowers new real estate forces" hosted by the national business daily, the founder and ceo of zongheng baifu enterprise management group co., ltd.in his keynote speech, lai guoqiang said that the needs of potential home buyers are diverse, and only by focusing on providing services around customer needs can purchasing motivation be stimulated.

lai guoqiang, founder and ceo of zongheng baifu. image source: photo taken by yin shenyan, reporter of china business network

we need to pay attention to the comprehensive service needs of potential homebuyers

"we have a client who has not bought a house in the past five years, but recently he suddenly started looking for a house. and his demand is not general, but he wants to buy a building directly, with a budget of 1 billion yuan. he will directly collect rent after buying it (as a student apartment, because there is a shortage of beds in universities in hong kong and there is a strong demand for dormitories). he is more concerned about rental returns and stable income. another client is an entrepreneur with a budget of 40 million yuan for buying a house. because he has already integrated into the life of the greater bay area, he is more concerned about the convenience of life in the greater bay area and business in shenzhen and hong kong. his demand is to spend the same price and live in a house at least twice as big as that in hong kong."

in lai guoqiang's view, the needs of potential home buyers are diverse nowadays. long-term cooperation and comprehensive service models are very important in meeting the complex needs of customers. only by focusing on providing services around customer needs can purchasing motivation be stimulated.

"in fact, the previous cases all reflect a problem, that is, customer needs are not static. in the past, when housing prices rose, everyone focused on price changes, but now it is different, and everyone's needs are 'fluid'." lai guoqiang said that now home buyers are no longer just buying houses, but may also have various potential needs, such as cross-city commuting, education, and corporate overseas expansion. "when your service can solve these needs of potential home buyers, they may finally buy houses."

lai guoqiang mentioned in his case sharing that some of these potential homebuyers are shenzhen customers, who first consider cross-city demand in the bay area and prioritize the mobilization of resources in various cities; some are cross-border e-commerce companies, who need to pay attention to cross-border transaction capabilities; and some are business owners, who focus on how their companies can go overseas. "in the past, real estate agencies only did real estate transactions, but now things have changed. various needs of companies or customers have begun to emerge and need to be met more comprehensively."

"customer needs are not single, and to a large extent there will be a 'one-stop' demand. precisely because customer needs are 'fluid', as a service provider, we have also begun to provide comprehensive services, such as investment, education, taxation, identity planning, etc."

in lai guoqiang's view, real estate agencies essentially provide services. when the market was good in the past, homebuyers were concerned about changes in housing prices. now the market is not as good as before, but there are still great market opportunities to serve the potential diverse needs of various homebuyers.

"the marketing thinking of the real estate industry needs to go global"

in today's real estate industry, ai technology and video customer acquisition have become increasingly common, including ai digital human live broadcast, ai customer referral, video live broadcast, etc., which are also common in the real estate industry.

"the essence of ai is to improve business efficiency. embracing technology and making good use of it is what most real estate companies are doing now." lai guoqiang said: "for example, our hong kong d3 real estate has developed online mini-programs that conform to local cultural habits and developed ai smart customer service. these are actually attempts to speed up customer acquisition. the ultimate goal of improving the user experience is to speed up our customer acquisition efficiency."

lai guoqiang believes that there will be great business cooperation opportunities between hong kong's local real estate companies and mainland digital institutions in the future. the online customer acquisition of some hong kong real estate companies is still limited to promotion on a single social platform.

"now many hong kong developers are actually quite interested in the digitalization and various activities in the mainland, and they are eager to break the circle. they used to sell houses by waiting for customers to come and place orders, but now there are not enough customers, so they can only take the initiative to go to various places in beijing, shanghai and guangzhou to show the advantages of their real estate." lai guoqiang said that paying attention to customer acquisition channels is an urgent need for many local real estate developers in hong kong, and ai technology is a good entry point. how to use ai to help acquire customers, promote corporate brands, and convey real estate selling points is what many local real estate developers in hong kong are concerned about.

lai guoqiang said that for developers, what is needed is a tool that can reach users. some developers with slow digital transformation, such as traditional developers, are struggling in marketing models. however, enterprises with different "genes" can achieve strategic cooperation and cross-regional consulting exchanges, or conduct online and offline training, which are all potential opportunities for the industry.

"today, the marketing thinking of the real estate industry needs to go out. only by going out can we bring customers into our scene. if developers or marketing agencies have this kind of 'going out and bringing in' thinking, i believe that in the future we will definitely be able to achieve goals that exceed expectations." lai guoqiang said.

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